7 local tourism companies operate pop-up store in Hong Kong, signing 2 business agreements to pioneer local distribution channels

The Jeonbuk Special Self-Governing Province Culture and Tourism Foundation (CEO Lee Kyung-yoon, hereinafter referred to as the Foundation) announced that it has laid a cooperative foundation to establish a local promotional hub for Jeonbuk tourism and expand overseas distribution channels for local tourism companies through overseas marketing campaigns in Nha Trang, Vietnam, and Hong Kong.

The Foundation discussed plans to set up a 'Jeonbuk Promotion Center' in downtown Nha Trang, Vietnam, with local institutions, and operated a pop-up store featuring seven local tourism companies in Hong Kong.

In addition, the Foundation signed two business agreements with local distributors and the Hong Kong-Macau Chapter of the World Federation of Overseas Korean Traders Associations (OKTA), establishing a network for entering the Greater China market.

Consultations for Establishing 'Jeonbuk Promotion Center' in Downtown Nha Trang, Vietnam

At the invitation of Nha Trang University of Tourism, which is celebrating its 20th anniversary, the Foundation visited the region to discuss plans for setting up a 'Jeonbuk Promotion Center' in downtown Nha Trang.

The visit was joined by the Tourism Content Association (President Ryu In-pyung, Professor of Tourism at Jeonju University) and the Sunchang Fermented Tourism Foundation (CEO Sun Yun-sook), who discussed ways to promote Jeonbuk tourism and expand exchanges between institutions.

The promotion center is planned to be operated under a model where the local side provides the space and the Foundation handles operations.

Following follow-up discussions, the Foundation plans to sign a contract and begin full-scale operations next year.

In particular, once opened, the promotion center will serve as a local promotional hub to introduce Jeonbuk's tourism resources and contents to tourists from various countries visiting Nha Trang, including South Korea, Russia, Japan, and China.

Furthermore, the Foundation plans to promote customized public relations and marketing tailored to the interests and characteristics of tourists in cooperation with local tourism experts fluent in Korean.

This discussion was achieved as the Foundation's cooperation was added to the exchanges maintained for over 10 years through academic seminars, fam tours, and festival invitations among Jeonju University, the Tourism Content Association, and Nha Trang University of Tourism.

The exchanges among these institutions will also lead to a visit by a Nha Trang delegation to Jeonbuk. A delegation of about 30 members from Nha Trang is scheduled to visit Jeonbuk in mid-October to coincide with the Sunchang Jangryu Festival to explore the region's cultural and tourism contents.

Choi Young-gyu, Executive Secretary of the Foundation, stated, "This achievement is the result of continuous reciprocal visits and cooperation among various institutions based on the ties forged by Jeonju University. Once the Jeonbuk Promotion Center opens next year, we will promote Jeonbuk tourism to tourists visiting Nha Trang together with local tourism experts."

7 Local Tourism Companies Operate Pop-up Store in Hong Kong

From September 22 to 27, the Foundation participated in the "2026 Mid-Autumn K-Festival Week" held on the 2nd floor of Central Market in Hong Kong, operating the Jeonbuk Tourism Business Support Center pop-up store, "Jeonbuk Bibim Shop."

The event was co-hosted by the Korean Chamber of Commerce in Hong Kong, the Consulate General of the Republic of Korea in Hong Kong, the Korea Agro-Fisheries & Food Trade Corporation (aT) Hong Kong Office, and Hong Kong Central Market, serving as a venue to introduce Jeonbuk's tourism contents and products.

Seven local tourism companies participated in the pop-up store to showcase their products and services while assessing the reactions of local consumers and distribution officials.

Participating companies and main products included:

The Thinking: Dragon robe tumblers
Jayu Brewery: Raw makgeolli
Well & View Co., Ltd. (Agricultural Corporation): Makgeolli kit
Cheonnyeon Sikhyang: Can sauce
Artmu Co., Ltd.: Hanok Village-themed tiger key ring
Sunny Side Up: Pet supplies
Cross Hub: K-pop app

On-site one-on-one business consultations and networking sessions were held between participating companies and local distributors.

Participating companies checked local consumer preferences and market reactions, and discussed ways to expand overseas entry and distribution channels with distribution officials.

Beyond product promotion and market research, the Foundation signed two business agreements during the event to support local tourism companies entering the Greater China market and securing local distribution networks.

First, the Foundation signed a tripartite business agreement with local Hong Kong distributor "Stylish Blossom" and pop-up participating company "Well & View Co., Ltd." to establish a cooperative foundation supporting Well & View's entry into the local market.

Established this year, "Stylish Blossom" is a local distributor specializing in brands with exclusive distribution rights. It currently holds exclusive distribution rights for Sunny Side Up, a 2025 Jeonbuk tourism merchandise selection company, in China, Hong Kong, and Macau, and is conducting local branding.

Following this, the Foundation signed a business agreement with the Hong Kong-Macau Chapter of the World Federation of Overseas Korean Traders Associations.

Through this agreement, a local Korean business network was established to cooperate when local tourism companies enter the Greater China and global markets using Hong Kong as a base.

A representative from one of the tourism companies that participated in the pop-up store said, "By directly checking the reactions of Hong Kong local consumers and consulting with distribution officials, we were able to specifically examine the possibilities of entering the Greater China market. We will enhance our product competitiveness so that the network built this time can lead to actual exports and distribution channel expansion."

Choi Young-gyu, Executive Secretary, noted, "Through this pop-up store operation and business agreements, we have confirmed the potential that Jeonbuk tourism companies' contents can secure competitiveness in overseas markets. We will continuously support overseas market entry and channel expansion for local tourism companies by utilizing the newly established local distributor and Korean business networks."

For further details, inquiries can be made to the Jeonbuk Tourism Business Support Center (063-230-4213).

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